Anchor by Spotify
Brand Architecture—
In a world where having a voice meant texts and emojis, people were using their actual voices less and less. Spotify wanted to be the platform where audio of every kind was made, and Anchor was the entry point.
Gerry led creative direction across the Anchor rebrand and the eleven product launches that extended Spotify's creator ecosystem from 2021 to 2022, including Video Podcasts, Subscriptions, Ads by Anchor, and Spotify Live.
In 2024, Spotify rebranded to Spotify for Creators, completing the shift from a place people went to hear into a place people went to make.
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